Diversity & Inclusion in PR… Why it really matters

Although for some, Diversity, Equity & Inclusion (DE&I) are part of their everyday, for others, unfortunately, it’s not the same. When it comes to DE&I in public relations, it is more important than ever to get it right.

Consumers are paying close attention to the brands they support, ensuring that they see themselves reflected in marketing, advertising, and corporate communications. If they don’t, and the brand isn’t making an effort to be inclusive, it risks losing relevance, and, ultimately, business.

So, why does representation matter in PR, and how can brands ensure they’re keeping up with inclusivity? Let’s break it down.

Why representation matters

More often than not, brands see “representation” as just ticking a box. In reality, it’s much more than that. It’s having a focus on authentically reflecting the diverse world we live in. When people see themselves represented in media and marketing, it creates a sense of belonging and trust. It’s no longer enough to have a one-size-fits-all approach; consumers expect brands to acknowledge and celebrate differences.

For PR professionals, this means actively including different voices, cultures, and experiences in storytelling. When successfully executed, representation can strengthen a brand’s credibility, create deeper connections with audiences, and even drive positive social change.

The power of seeing yourself in media

Think about the first time you saw someone like yourself in an ad, a movie, or a campaign. It likely made you feel included, valued, and connected. That’s the impact representation has – it allows people to recognise themselves in the world around them.

For brands, this must be a necessity. Consumers are more likely to support companies that align with their values and experiences. If they don’t see themselves represented, they may take their business elsewhere.

How diversity impacts PR efforts

PR is all about building relationships and shaping public perception. If campaigns only focus on one demographic, they risk alienating large segments of potential customers. Inclusive PR efforts ensure that diverse communities feel seen and heard, which leads to greater engagement and loyalty.

Diversity in PR also helps prevent tone-deaf messaging. Oftentimes, when creating comms materials, PR professionals need to factor in the opinions and experiences of all stakeholders, no matter how much they are affected by the content – with that, PR teams are halfway there. The next step is to encourage the clients and teams that we work with to support inclusive efforts within their PR activity. By including different perspectives in the creative process, brands can avoid missteps that could be seen as culturally insensitive or out of touch.